Asda has introduced a new pricing pledge, lowering prices on thousands of everyday items below those offered by Tesco, Sainsbury’s, and Morrisons loyalty card prices. More than 2,300 daily essentials, such as fresh meat, produce, chilled goods, core groceries, and bakery items, are now available at reduced rates at Asda.
Additionally, Asda customers will receive a 10% cashback in their Asda Rewards Cashpot on all fresh produce purchases made in-store throughout January. Rachel Eyre, Asda’s Chief Customer Officer, stated that the company aims to assist families in managing post-Christmas budget constraints by providing the best prices on frequently purchased products. The Asda Price initiative ensures competitive pricing without the necessity of a loyalty card.
Following a challenging Christmas period, Asda experienced a decline in market share to 11.4% in the 12 weeks leading up to December 28, with a 4.2% decrease in sales according to data from Worldpanel analysts. Conversely, Tesco and Sainsbury’s saw an increase in customer base during the same period, further distancing themselves from Asda, the UK’s third-largest supermarket.
Tesco recently announced a commitment to maintaining the affordability of 3,000 branded products under its new Everyday Low Prices initiative.